Every year, U.S. CPAs log around 27 million hours of continuing education—each one a costly investment. Yet much of that effort fails to translate into lasting knowledge.
The problem? Traditional training methods often fall short.
We sat down with Chip Reaves and Kathy Jones of Bigger Brains to dive into the research in cognitive psychology and learning science on how to fix that—and make training actually stick.
Chip Reaves
Founder & President, Bigger Brains
A serial entrepreneur with over 20 years of experience, Chip launched a small computer service business in Atlanta and grew it into a multinational franchise. He’s worked across retail, non-profit, and business consulting, but today he’s focused on leading Bigger Brains and crafting their “Uniquely Engaging” online training courses used by learners around the world.
Kathy Jones
Corporate Trainer, Bigger Brains
Kathy is a Microsoft Certified Professional and expert Corporate Trainer known for making complex concepts easy to understand. She designs and delivers many of our Excel courses, combining deep technical knowledge with a talent for clear, effective instruction that helps learners build confidence and skills fast.
The brain tunes out when it doesn’t feel involved
The human brain processes information differently depending on the degree to which it is involved in the task. The less of a sense of “involvement” by our brains from a sensory level, the less we’re going to pay attention. This is a well-documented phenomenon in learning science called cognitive automation, when familiar content reduces mental engagement.
That’s even more true in digital environments where fewer senses are involved or are mediated by a screen. This becomes particularly relevant when reviewing regulatory updates, where small changes carry significant implications.
One of the ways to handle this is through strategic pattern interruption, which maintains attention and improves retention.
“We incorporate unexpected questions or scenarios that redirect attention,” explains Kathy Jones, Content Manager at Bigger Brains. “These calculated departures from expected content help maintain engagement with familiar material.”
Watching others learn can make you smarter
Adding in a social factor can similarly close the gap between in-person and digital learning.
“There’s a psychological and social aspect of classroom training where learning alongside other people becomes a group activity,” explains Chip Reaves, Founder and President of Bigger Brains, “and the social dynamic changes how information gets processed.”
For instance, when professionals observe peers asking questions or working through concepts, their neural engagement increases compared to passive lecture viewing.
“When somebody else asks a question and you’re paying attention, your brain processes that information as if you asked the question yourself,” Kathy noted.
“I’ve observed this effect even when reviewing content I helped create—hearing questions still triggers active engagement.”
Matching the swipe-and-scroll era attention span
“Contemporary media conditions viewers to expect new information every seven to eight seconds,” noted Chip. Professional education can’t ignore this fact. It must instead address these changes while maintaining educational rigor.
The solution: structured, brief segments that optimize learning.
“Our lessons range from seven to nine minutes—the documented span for sustained attention,” Kathy explained.
Studies indicate this approach improves retention by 200% compared to traditional lecture formats.
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Chip and Kathy’s practical tips for L&D leaders to boost training outcomes
1. Pick content produced using research-based techniques
Content quality varies significantly across providers. Beyond ensuring the content meets your compliance requirements, check to see if they also deliver engaging educational experiences.
The best partners offer multiple delivery formats to accommodate different learning styles and needs. More than that, be sure to assess both the production quality of digital content and how well it aligns with your firm’s professional requirements.
“The technology has gotten so easy that you’ve got to hit a certain minimum threshold,” Chip said. “Our brains are so used to that slick, glossy, high animation kind of look and feel that we kind of treat the information as lesser if the video presentation is lesser.”
2. Balance digital and in-person training
Different topics might require different approaches to learning. Consider what educational topics might be better served in a different format. For instance, digital training works really well for standardized content. Some complex topics, however, might benefit from in-person discussion and interaction.
Many firms find success with hybrid approaches, especially for team-based learning initiatives. The answer lies in matching the delivery method to specific learning objectives rather than applying a one-size-fits-all approach.
3. Avoid training burnout with a year-round approach
In some cases, a lack of engagement might be due to the amount of training your team members are doing at any given time. Distributing learning throughout the year prevents the common problem of cramming training into already busy seasons just because a deadline is approaching.
Creating structured learning paths helps professionals manage their development while maintaining regular workloads.
While deadlines remain important, building flexibility into the schedule increases completion rates and improves retention.
4. Talk to your team
Review completion patterns and engagement metrics, but that quantitative data tells only part of the story.
Understanding team preferences for different types of content and delivery methods allows you to make informed decisions about training investments.
Effective learning is more than information transfer
Bigger Brains designs training that goes beyond checking the compliance box. By tapping into cognitive, emotional, and behavioral engagement, they create content professionals remember—and apply.
“We want to make training that sticks,” said Kathy Jones. “And we know engagement is the key.”
About Bigger Brains
Bigger Brains uses skilled teachers and subject matter experts with real-world experience to create the most informative and interesting online training possible. With courses in both technology and business skills, explore topics on Microsoft apps, cybersecurity, time management, and more. With new courses added monthly, there’s always something fresh to explore. Learn more about Bigger Brains here.
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